Innovation in the mix marketing- International Experiences

Abstract

This study, aims to clarify the theoretical background of innovation from the marketing side and its strategies in particular in the elements of marketing mix (product, pricing, distribution, and promotion), as the extrapolation of some international experiences in adopting innovation strategies in their marketing mix. As a summary, a set of conclusions and recommendations are presented that, qualify companies to implement marketing innovation strategies effectively. .keyword: Innovation; Mix Marketing; Marketing Innovation Strategies; International Experiences; JEL classification code : M31